FARADA

AcronymDefinition
FARADAFailure Rate Data Program
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"We were doing a lot of footwear for royalty, we kept getting more and more orders and felt the craftsmanship was decent enough to look into providing to the masses," said Ravi Menghani, director of operations at Farada. In making its footwear, only small leather skins are used, which in turn ensures only 10 to 15 pairs of a particular design can be created.
Beyond that, Farada is looking to branch out into Qatar and Oman.
Farada creates six to eight collections a year, which, according to Menghani, is in line with what the competition does.
If the customer can't see anything they like, Farada also allows customers to customise their footwear.
"They can get measured and it's delivered to them in a week." Farada has also upped the shopping experience by offering free footbaths and beverages to the shopper.
Farada is also looking to harness the power of social media.
"Being footwear designers to royalty and understanding the needs of the fashion conscious Emiratis lays the ground for our future plans to become more accessible," said Ravi Menghani, Farada's director, operations.
"After the opening of the first store at Arabian Centre, Dubai, followed by the Farada launch in Ras Al Khaimah, we are working passionately towards other store openings in Al Ain, Abu Dhabi and Fujairah."
Abdullah Al Suwaidi, brand owner, Farada, said: "My personal need to be exclusive was the thought behind the launch of the Farada brand.
Each Farada shopping experience begins with a foot bath in the rejuvenation room which includes a foot cleansing and relaxing ritual, the statement said.
To become a personal secretary, Farada first joined the NHS as a ward clerk after leaving school with strong GCSEs.